Clash Royale wanted to celebrate their ninth birthday by giving back to its ever loyal fan base.
Fans had been asking for an OG version of the game since 2016, so Supercell gave it to them and released Retro Royale - an original version of the game complete with the game's original app icon, the screaming Royale King.
We took this single minded idea of a scream and turned it into a campaign worth shouting about.
We teased the campaign by tapping into fan nostalgia with a supercut of fans own screams on their streams from the past nine years of the game, from epic wins to lols, gags, gasps and furious frustrations.
To launch, we expanded on the screaming concept, using the screaming Royale King to humorously introduce and unpack the game mode for both current and lapsed players, and included even more community screams from the past (including a screaming goat), to get the entire internet screaming about the Retro Royale game mode.
The campaign ran globally with several activations and content all centred around the single-minded idea of ‘giving the community a scream’, and we kept the community quite literally shouting about Clash Royale and Retro Royale throughout the campaign, and beyond.
Fans had been asking for an OG version of the game since 2016, so Supercell gave it to them and released Retro Royale - an original version of the game complete with the game's original app icon, the screaming Royale King.
We took this single minded idea of a scream and turned it into a campaign worth shouting about.
We teased the campaign by tapping into fan nostalgia with a supercut of fans own screams on their streams from the past nine years of the game, from epic wins to lols, gags, gasps and furious frustrations.
To launch, we expanded on the screaming concept, using the screaming Royale King to humorously introduce and unpack the game mode for both current and lapsed players, and included even more community screams from the past (including a screaming goat), to get the entire internet screaming about the Retro Royale game mode.
The campaign ran globally with several activations and content all centred around the single-minded idea of ‘giving the community a scream’, and we kept the community quite literally shouting about Clash Royale and Retro Royale throughout the campaign, and beyond.
